MODERN MARKETING CONCEPT Notes现代营销理念笔记.pptVIP

MARKETING FUNCTION 338 - 343 Group - 5 CONTENTS Definition Clark Clark Marketing Function Classification of Marketing Function – New Trend Conclusion Definition “an act or operation or service by which original product and the final consumers are linked together” Clark Clark Marketing Function Classification of Marketing Function – New Trend Contactual – Searching of buyers and Sellers. Merchandising – the fittings of goods to market requirements. Pricing – the selection of price to induce customers to accept the goods Propaganda – the creation of customers Physical Distribution – the transporting and storing of goods Termination – the end of the marketing process The Contactual Function The contactual function is the process of searching out the market, i.e. buyers. It consists of finding out the potential buyers, where there are located and how they could be reached. Further activities included are: selecting a proper distribution channel, choosing appropriate media to reach the customers, and discovering consumer needs. From the point of view of the buyer this function consists in finding the most suitable source for the goods. The Merchandising Function This is a function that involves the coordination of selling with production. It includes the process of selecting the product to be produced and stocked with necessary emphasis on the size, appearance, form, quantities to be brought, time of purchase or production, etc. This function helps “to make an adjustment of merchandise produced or offered for sale to customer demand”. The Pricing Function Pricing function is mainly based on economic values of a product to be brought or sold. Pricing is very important and should be given a greater role. A product is finally approved by the customers only if the price is acceptable to them. This makes it necessary on the part of sellers to evaluate the possible prices of the products even before the products are brought to markets. The Propaganda Function This funct